[ENG]
When Muni, one of Peru’s most beloved football clubs, was relegated to the third division, it didn’t just lose its place in the league. It lost its main sponsor, its financial stability, and the ability to attract the talent needed to rebuild. But while institutional support disappeared, the club’s most loyal fans never did. Across Lima, thousands of working-class supporters continued to follow the team everywhere, many of them small neighborhood business owners driven by unconditional loyalty and a deeply rooted culture of collective support. So instead of chasing another distant corporate sponsor, we turned the people who had never abandoned the club into its new source of power: 1,000 small businesses creating the same financial impact as one major brand. Through a new micro sponsorship platform, each business could make an accessible contribution that, together, helped fund the club’s comeback. In return, they didn’t just receive visibility; they became part of Muni’s identity, appearing on the team jersey alongside hundreds of other local brands, while accessing benefits designed to help grow their own businesses. What is usually distant and corporate became local, tangible, and shared, transforming fan pride into participation, and sponsorship into a community powered business engine.
[ESP]
When Muni, one of Peru’s most beloved football clubs, was relegated to the third division, it didn’t just lose its place in the league. It lost its main sponsor, its financial stability, and the ability to attract the talent needed to rebuild. But while institutional support disappeared, the club’s most loyal fans never did. Across Lima, thousands of working-class supporters continued to follow the team everywhere, many of them small neighborhood business owners driven by unconditional loyalty and a deeply rooted culture of collective support. So instead of chasing another distant corporate sponsor, we turned the people who had never abandoned the club into its new source of power: 1,000 small businesses creating the same financial impact as one major brand. Through a new micro sponsorship platform, each business could make an accessible contribution that, together, helped fund the club’s comeback. In return, they didn’t just receive visibility; they became part of Muni’s identity, appearing on the team jersey alongside hundreds of other local brands, while accessing benefits designed to help grow their own businesses. What is usually distant and corporate became local, tangible, and shared, transforming fan pride into participation, and sponsorship into a community powered business engine.
Awards 
→ Cannes Lions:
    GRAND PRIX → Entertainment Lions for Sport
    SILVER → Brand Experience and Activation
    BRONZE → Brand Experience and Activation
    BRONZE → Design
    BRONZE → PR
    SHORTLIST x6
 
→ APAP 2026:
    GOLD → Sports
    GOLD → Design
    GOLD → Brand Experience and Activation   

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